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Marketing authority Stephen Fairley, speaking at theRainmaker Retreat in Las Vegas, offered seven ways for lawyers to get more referrals from clients.
- Create a new client intake packet. In addition to the retainer letter, give them a nice folder with "26 reasons why you should hire us" to confirm their decision to hire you,a flowchart illustrating how complicated their matter is, your newsletter, a CD with answers to all the typical questions new clients ask you, and a flier about your other practices.
- Systematically educate clients about who your perfect client is and what a good referral looks like. You must remind clients that they're supposed to refer business to you because otherwise it won't occur to them.
- Create a series of pre-written, educational emails that are automatically sent out when you meet someone at a networking event, someone fills out a free consultation form on your website or a person set an appointment to see you. It takes an average of 7-10 touches per year to stay top-of-mind with your contacts.
- Immediately after a big win or a success story, write a blog post, website update and press release.
- Send out a client satisfaction survey. Your most satisfied clients are your best promoters. Loyal enthusiasts will keep buying your services and refer others. Lawyers can use Survey Monkey or Zoomerang to create online surveys.
- Conduct an exit survey at the end of a successful relationship.
- Send "keep in touch" letters to current and former clients. The letter asks clients to update their contact information, educates them on the services you offer and entices them to come in for a "check up." In the P.S. -- which always gets read -- remind them to tell their friends and neighbors who need help about your firm.
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